Part of Betterment’s paid media strategy is to have ads out in the world at all times. Feels obvious, but sometimes there’s a lag between campaigns, or maybe we’ve been focused on CRM. To make sure we always had paid social and display live, we set up a process for what we call our always-on media. It’s a great way to try new concepts, A/B test visuals and headlines, and learn what’s working and what’s not.
One of my favorites was our March 2023 always-on media, which demonstrates the actual dollar value of Betterment’s high-yield cash account, Cash Reserve. The creative concepts anchor on broader cultural moments that might just inspire you to stash your cash with Betterment and reap the rewards next year.
The ask from the Acquisition Team was just one concept, but the team felt that both of these were strong, so our recommendation was to run the St. Paddy’s Day ad through March 17, and the March Madness creative afterward as the season nears its end. (Being a Kentucky basketball gal, I was extremely pumped to work on this one.)